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Optimizing your Checkout Flow for Conversions
Your presenters
Chad LedfordChief Revenue Officer
+ Co-Founder
Jay AtkinsonDirector of eCommerce
Optimization
I. Quick Intro
II. Testing and Optimization
III. Checkout Campaigns that
Boost Conversion Rates
IV. Final Thoughts
V. Q&A
Agenda
AddShoppersWe track and optimize the Shopper Journey
with our suite of marketing Apps designed to
increase our clients’ Average Revenue Per
Visitor (ARPV) without having to go through
I.T.
10,000+ Users Worldwide
Blue AcornFounded in 2008, Blue Acorn is an award-
winning eCommerce agency that specializes
in design, development, and optimization for
midsize and enterprise-level brands.
Magento's 2015 North American Partner of
the Year, Blue Acorn has an experienced
team of optimization experts and developers
with a long history of creating and executing
strategies that solve even the most complex
testing and personalization challenges.
Testing and OptimizationBest Practices + Results
What’s Optimization Testing and Why is it Important?
Control Variation
I. Design
II. Checkout Buttons Testing
III. Mobile Best Practices
IV. Social Login/Data
Collection
V. Checkout Flow
Talking Points
DesignPracticality Versus Beautification
Ori
gin
al
Va
ria
tio
n
Checkout Buttons TestingMore Than Colors And Fonts
Image courtesy of ConversionXL
Mobile Best Practices Different Tests For Different Devices
Screen Size
Physical Versus Virtual Keyboard
Social Login / Data CollectionAre Your Customers Social Savvy?
Checkout FlowMake It Dead Simple
Simplification
Checkout processes have went round and roundto make them easier over the last 5 years
One Page vs Multi-page Checkout
More information isn’t always betterDisplaying the pricing information throughout checkout will build trust with
customers by showing price and also remind them of the value they are receiving with products
+0.49%
Checkout PageCampaigns
that boost conversion rates
6 creative
campaigns to
improve the
checkout flow.
General cart page
Cart value
1
2
3
Mobile 4
5 Social
6 Post purchase
Personalized
General Cart Page
Why Shoppers
Abandon Their
Carts?
Want to shop around
Searching for a coupon
Got distracted
1
2
3
High shipping costs4
Beforeshabbyapple.com, a women’s clothing boutique, had no cart abandonment
strategy in place.
AfterThey designed a full-screen cart abandon modal, which offered free shipping on
shoppers’ current carts.
60
50
40
30
20
10
Modal Conversion
Rate
ResultsShabby Apple saw huge success utilizing
this cart abandonment strategy.
Their modal resulted in a 34.49% conversion
rate.
So, over ⅓ of carts that would have been
abandoned were saved! 34%
BeforeA leading precious metals retailer had no cart abandonment strategy in place.
AfterAbandonment triggers modal that links directly to live chat.
60
50
40
30
20
10
Cart Page
Conversion Rate
ResultsThis campaign was tested with a control
group.
The control group tracked a 28% cart page
conversion rate, while the group that saw the
modal tracked a 32% conversion rate.
That’s a 14% lift in cart page conversion
rate! 28%32%
Control Campaign
Personalized
Why Personalize
the Checkout?Increase brand loyalty
Higher performance by using 1st party data
Create “wow” moments
1
2
3
Beforeoldtimecandy.com, a specialty candy retailer, ran a successful yet non-creative
email capture modal.
AfterThey sweetened their stagnant on-site campaigns with 1:1 personalization
through data collected by Social Login.
30
25
20
15
10
5
Modal Conversion
Rate
ResultsOld Time Candy’s 1:1 personalized modals
capture 644% more emails.
They also have a 16% higher conversion
rate to purchases than their non-
personalized modal.
16% Higher
Cart Value
Why Cart Value
Based Campaigns?More control over margin
Targeted free shipping
Get more aggressive with higher cart values
1
2
3
BeforeFree shipping promo gets lost in top bar.
AfterDynamic promotions deploy in three tiers based on current cart value.
12
10
8
6
4
2
Conversion Rate
ResultsThis campaign was tested with a control
group.
The control group tracked a 3.29%
conversion rate, while the campaign group
tracked a 7.09% conversion rate.
That’s a 116% lift in conversion rate!
3.29%
7.09%
Control Campaign
Mobile
Why Target
Mobile?Early Adoption Opportunity
Low Conversion Rates
Reverse the “Browse Only” Mindset
1
2
3
Beforethevioletvixon.com struggled with low mobile conversion rates.
AfterTheir mobile-only behavioral targeting modal is now one of their highest
converting campaigns.
12
10
8
6
4
2
Conversion Rate
Results10% of traffic that interacts with this mobile-
only offer converts to a sale.
50% of emails captured across all devices
are now captured through this mobile offer.
10%
Social
Why integrate
social?
Improve 1st party customer data collection
Opportunity to drive like-minded referral traffic
1
2
Make customers work for an incentive3
Beforelostgolfballs.com was losing shoppers due to cart abandonment.
AfterThey curbed abandonment by adding a share-for-coupon option to their cart
page. This eliminated the need to leave the cart in search of a coupon.
12
10
8
6
4
2
Revenue Increase
ResultsLost Golf Balls tracked a 9% overall revenue
increase within 30 days.
They also saw a 1,048% increase in social
traffic generated in the same time frame.
9%
Post Purchase
Why post purchase
campaigns?
30% of sharing happens post purchase
Helps increase LTV of a customer
Customers like to brag about their purchases
1
2
3
BeforeMissioncute.com had nothing in place to drive engagement post purchase.
AfterTaking advantage of the opportunity to continue the relationship with the
customer.
30
25
20
15
10
5
Refer-a-Friend
Join Rate
ResultsOver 20% of their post purchase traffic now
joins their refer-a-friend program.
20%
To learn more about AddShoppers, join an
upcoming live demo:
addshoppers.com/live-demo
Additional Questions? Follow Up?
@ChadLedford
@jatkinson10
To learn more about Blue Acorn, visit:
blueacorn.com
